The purpose of this paper is to show the most important components of marketing plan for a travel agency at the beginning of its operation. Creating a marketing plan is a key step in a new entrepreneurial venture because it connects/gathers all the crucial information of the company about its current and future position in the target market in relation to the competition. For the purpose of this paper, a receptive travel agency has been established which designs packaged tours dealing with photography workshops. At the beginning of its business, every company sets goals and marketing strategies which serve to connect its product or service with the target market. It is essential to conduct market research to familiarize the company with the needs of market demand and with the competition. A research was conducted on competing travel agencies to determine the types and prices of tourist products that are most often offered, the locations and duration of tours, the size of groups and the usual partners involved. In line with the results of the research, the market appearance was chosen, strategic determinants were defined, and elements of the marketing mix were elaborated. The components of a marketing plan shown in this paper indicated the potential of starting a photography themed travel agency in Croatia.